Advertising to business people has always been a challenging area, and this is increasingly true in today's society as information proliferates and time comes under ever more pressure. However, the growth of Commercial Radio in recent years means it now reaches over two-thirds of businesspeople, who on average listen for over 12 hours a week (longer than they spend watching TV).

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Many factors have led to the high level of coverage: salient amongst them are the growth of in-car listening, the introduction of new stations and the growth in working from home, where executives can choose whatever radio accompaniment they wish. Businesspeople are also increasingly likely to be members of the "Commercial Radio Generation", i.e. they have grown up with Commercial Radio - which started in the UK in 1973 - as part of their lifestyle.

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There is low avoidance of advertising on radio: even in the car there is a surprisingly low level of switching between stations.Radio is characterised by high levels of frequency (even for an average weight campaign, listeners will hear the ads on average four times a week), and by the intrusiveness with which radio ads proactively come to the listener.Radio, because of its combination of frequency and intrusiveness, can create a dominant share of mind for a brand.Radio is ideal for longer-term brand maintenance strategies .